**Hisense Launches E7S Pro+ RGB-Mini LED TV with World-First Dolby Vision 2nd Gen MAX**
On September 23, 2026, Hisense held its autumn new product launch event, unveiling two RGB-Mini LED TV models: the U7T Pro imaging flagship and the E7S Pro+ performance flagship. The E7S Pro+ is the world's first TV to feature Dolby Vision Second Generation MAX, with up to XDR Pro 6000 nits brightness on larger models. It also debuts the JUOS AI operating system. Available in 75-inch, 85-inch, and 100-inch sizes, the E7S Pro+ is priced from 11,499 yuan to 21,499 yuan, with national subsidies reducing costs.
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Common ground
- Chinese display manufacturing has genuinely moved up the value chain with real production capability.
- The 95 RGB-Mini LED products across 11 brands reflect supply chain maturity, not just hype.
- Being first to integrate Dolby Vision Second Generation MAX is a legitimate milestone.
- Government subsidies are a real structural advantage that helps lower prices for consumers.
Points of contention
- Whether the '2026 autumn' label is a standard industry naming convention or a deceptive marketing tactic.
- Whether the 95 SKU count proves real execution or is inflated by size variants and low-volume products.
- Whether the subsidy-driven price advantage is sustainable or will collapse when government support phases out.
- Whether JUOS AIOS is innovative ecosystem integration or just vendor lock-in and data extraction.
Blind spots
- Neither side fully addresses how HDMI standards or competitor tech could make 2026 specs obsolete by then.
- The debate ignores consumer adoption data — how many of those 95 products are actually selling, not just announced.
- No one discusses what happens if Western regulators block Chinese AIOS integration on privacy grounds.
- The long-term impact of trade tariffs or export controls on Hisense's supply chain is not considered.
WorldAttention’s read
This debate shows a clear split between seeing Hisense's move as a strategic leap forward versus a risky marketing play. Both sides agree Chinese manufacturing is real and advancing, but they clash over whether the '2026 autumn' label is a harmless naming convention or a way to freeze the market before competitors ship. The biggest blind spot is the lack of hard sales data — we don't know if consumers are actually buying these TVs or just seeing them on shelves. The subsidy question is the real stress test: if government support ends, the price advantage could vanish overnight. Ultimately, Hisense is shipping real technology today at aggressive prices, but the two-year forward announcement creates a credibility gap that only time and actual sales will close.
Reporting timeline
Hisense Launches E7S Pro+ RGB-Mini LED TV with Dolby Vision Second Gen MAX and JUOS AIOS
On September 23, 2026, at its autumn new product conference, Hisense officially launched the E7S Pro+, a new RGB-Mini LED performance flagship TV series. The E7S Pro+ is positioned as offering 'native true color' and a complete flagship experience, available in 75-inch, 85-inch, and 100-inch sizes. Key upgrades include the global debut of Dolby Vision Second Generation MAX, a peak brightness of XDR Pro 6000 nits, and the industry's first home smart companion-level AIOS, JUOS. The TV features native RGB technology with independent red, green, and blue light chips, a 24-crystal RGB light-emitting chip, and up to 7,560 color control zones on the 100-inch model, achieving 100% BT.2020 color gamut and a color accuracy of ΔE<0.7. It also includes a 4.1.2-channel Devialet sound system with 195W peak power, a 4K 180Hz native refresh rate, and an MT9655 flagship SoC. The 100-inch model is priced at 21,499 yuan (19,999 yuan after national subsidy), the 85-inch at 14,499 yuan (12,999 yuan after subsidy), and the 75-inch at 11,499 yuan (9,999 yuan after subsidy). The article asserts that the E7S Pro+ moves beyond simple parameter competition to deliver a complete viewing experience.
Read sourceHisense Unveils Two RGB-Mini LED TV Models at 2026 Autumn Launch Event
On September 23, 2026, Hisense held its autumn new product launch event, introducing two new RGB-Mini LED television models: the U7T Pro, positioned as an imaging flagship, and the E7S Pro+, a performance flagship. The company also announced three dedicated picture quality modes tailored for movies, games, and anime, along with a new JUOS smart operating system. The event was reported by financial data provider Jin10 on the same day.
Read sourceHisense Launches Dual 7-Series RGB-Mini LED TVs with Six Industry-First Technologies
On September 23, 2026, Hisense held its autumn new product launch event, unveiling two flagship TV models: the U7T Pro and E7S Pro+, both featuring RGB-Mini LED technology. The company claims six industry-first technologies, including the Linglong True Color Backlight 2.0 and True Color Black曜 Screen, achieving 103% BT.2020 color gamut and 100% DCI-P3 coverage. The U7T Pro targets premium home cinema with a 4.2.2-channel Devialet sound system and 180Hz refresh rate. The E7S Pro+ introduces Dolby Vision 2nd Gen MAX and XDR Pro 6000 nits peak brightness. Hisense also announced exclusive picture modes co-created with five Chinese cinematographers for cinema, a custom mode for the game 'Shadow Blade Zero' launching October 29, and an anime mode with Bilibili for the 'Fan Ren' series. The new JUOS smart system features an AI assistant called Super Xiaoju. Hisense defined three criteria for evaluating RGB-Mini LED TVs: native red light source, simultaneous light-color control, and fine color zone control. The company positions these products as setting new standards for the high-end large-screen experience.
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Hisense TV E7S Pro+ Launches with Dolby Vision Second Generation MAX Debut
On September 23, at the 2026 Hisense TV autumn new product launch event, Hisense officially released the E7S Pro+ TV, positioned as a 'native true color, performance flagship' using RGB-Mini LED display technology. The E7S Pro+ is the first TV globally to debut Dolby Vision Second Generation MAX, a high-end version of Dolby Vision that dynamically adjusts picture quality based on content and viewing environment. The TV features native true color RGB technology with independent red, green, and blue light sources controlled by the Xinxin AI picture quality chip H7, achieving 7560 color control zones on the 100-inch model, 100% BT.2020 color gamut, and color accuracy of ΔE<0.7. It uses a new R&H true color high-efficiency architecture with 24-crystal RGB light chips, reaching up to XDR Pro 6000 nits brightness on 85-inch and 100-inch models. The TV also includes a 4.1.2-channel Devialet front-firing speaker system with sky channels and 195W peak power, an MT9655 flagship SoC with 4GB+128GB storage, and the JUOS AI operating system. Available in 100-inch (CNY 21,499, subsidy price CNY 19,999), 85-inch (CNY 14,499, subsidy price CNY 12,999), and 75-inch (CNY 11,499, subsidy price CNY 9,999) sizes.
Read sourceHisense Launches E7S Pro+ RGB-Mini LED TV with Dolby Vision Second Gen MAX
On September 23, at the 2026 Hisense TV Autumn New Product Launch, the company officially released the E7S Pro+, a new performance flagship RGB-Mini LED TV. The product is available in 75-inch, 85-inch, and 100-inch sizes. Key upgrades focus on more realistic colors and a complete flagship experience. It is the world's first to feature Dolby Vision Second Generation MAX, with the 85-inch and 100-inch versions achieving up to XDR Pro 6000 nits brightness. The TV also debuts the JUOS, described as the industry's first home companion-level AI operating system. The 100-inch model is priced at 21,499 yuan (19,999 yuan after national subsidy), the 85-inch at 14,499 yuan (12,999 yuan after subsidy), and the 75-inch at 11,499 yuan (9,999 yuan after subsidy). The article positions the product as advancing RGB-Mini LED technology by focusing on independent RGB light sources, precise light-color control, and content-specific picture tuning, moving beyond simple parameter competition to a holistic user experience.